... and limited to Greece. Future research could use longitudinal data to compare findings with other “Old World” regions. Qualitative work could further explore managerial decision-making and other unmeasured capabilities that contribute to success. Practical implications The identified winery profiles serve...

...Dimitrios P. Stergiou; David Airey; Alexandros Apostolakis Purpose The purpose of this paper is to investigate the wine tourism experience from the perspective of Generation Z adults in Greece, following an actual winery visit. Design/methodology/approach Responses were obtained from a total...